Sapna Mehra Jewelry

Sapna Mehra Jewelry - student project

Hi Emily and everyone!

I'm really enjoying and appreciate how these exercises are helping me to get very focused and narrowed down in my perspective.

My picture is of my best-selling Asmi collection.

Thank you for taking the time to read and and give me your feedback, Emily! Have a great weekend!

1. In one year, what do you want your brand to be known for?

- exclusivity
- using meaningful, intimate and powerful symbols in my jewelry designs to create talismans that can be worn everyday to inspire and uplift
- creating connections that empower both the wearer and the artisans that make the jewelry
- an aesthetic that is recognized by its contemporary simplicity and rustic luxury

2. The people who love your brand most care about:

People who love my brand care most about improving themselves on a deeper level. They are actively engaged in activities that help them grow. For example, one of my interviewees was involved in a chakra study group where she and a group of women meet each week and focus on a particular chakra. They started the group to foster a deeper understanding of themselves and support each other in this process. Another interviewee regularly practices hot yoga specifically for the way it makes her feel -- she feels empowered and feels good. The benefits to her getting more toned, physically stronger and shedding weight are secondary benefits.

The main reason my ideal client loves my jewelry is for the powerful message it conveys and for the way it resonates for her at a particular moment in her life. For example, one of my clients purchased a “LOVE” necklace with particular symbolism (it did not have the word love written on the necklace) because she wanted to attract and manifest love into her life. When I do events, I get to talk to and interact with women. I find they are very moved by my message and core inspiration (you can read my story and my inspiration here: ). I love the intimacy and connection that I can establish at in-person events and would really like t build that in my web and overall brand presence/experience.

3. Your brand is NOT:

- trendy
- associated with instant gratification
- cheap
- status jewelry
- superficial
- meaningless
- mass produced
- parochial
- conservative
- domestic
- edgy
- dark
- indistinguishable
- common
- loud
- ostentatious
- glamorous (in the traditional sense)
- crafty
- aloof
- literal

4. Above all else, your brand stands for:

Above all else, my brand truly stands for empowerment. My ideal client wears my jewelry to feel empowered at a core level. When she is making the purchase, she feels empowered in her success. Her purchase also directly empowers a community of artisans and allows them to continue practicing a craft that has been theirs for generations. And I do this work to be empowered as well - it connects me to my heritage and allows me to foster a dialogue that celebrates our ability to overcome and triumph. I love that about my work the most!


FINAL DRAFT (11/8/2012):


Objective (what is the goal of this branding project):

Build a brand of exclusive, handcrafted fine jewelry talismans inspired by Eastern symbolism, philosophy, mysticism and mythology to invoke stories and experiences of overcoming, triumph, empowerment and connection.

Target (who is the brand trying to reach - demographic and mindset):

  • Middle-aged, affluent woman who is deeply committed to a process of self-discovery, improvement and knowledge.
  • Actively engages in various activities such as yoga, meditation, eating holistically etc. that enhance and reflect her ideal self.
  • Has a strong desire and ability to overcome any obstacles that may get in the way of manifesting her core desires.
  • Seeks out objects and accessories that enhance and support her journey of self-discovery and that complement her identity and resonate with her sense of self.
  • Price, status, craftsmanship and exclusivity are all important, but secondary markers that help make her purchasing decisions.

Insight (what deep consumer need is the brand trying to solve):

My ideal client is faced with a market that is flooded with an endless variety of yoga-inspired, zen-inspired, holistic, spiritual etc. products. These products have become mainstream, are mass produced and their ubiquity effectively renders their symbolic meaning as hackneyed and shallow.

She is searching for a deeper connection to the products she purchases. She desires something that can help tell, celebrate and reflect her story towards self-discovery in a meaningful way. The richer, more layered and intimate an experience is, the more powerful and meaningful it becomes to her.

Key Idea (the core purpose of the brand - should be pithy & inspirational):

Develop experiences that convey inspiring stories of overcoming, transformation and triumph to help people unleash their truest potential into the world.

Supporting Facts About the Brand:

  • Design is informed by ancient Eastern symbolism, philosophy, folklore and myth. (My background as a Comparative Literature major allows me to explore, understand and develop this content in a deeper way.)
  • Layered, informative and inspiring packaging included with every item to create an intimate connection to the symbolism, craftsmanship, history and the artisans who craft the jewelry.
  • Produce a line of limited edition talismans available exclusively to subscribers.
  • Handcrafted using 400 year old techniques by generational artisans in my ancestral homeland of Rajasthan, India.
  • Only precious and semi-precious metals and gems are used to craft the jewelry; a special form of purified 24k gold called kundan is used to set all the gems in my jewelry.
  • The Asmi collection, inspired by the ancient art of numerology, is the signature collection (and gateway product) of the brand.

3-Word Personality (the brand’s tone):

  • Intimate
  • Empowering
  • Mystical




Sapna Mehra Jewelry - image 1 - student project